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论文作者:www.51lunwen.org论文属性:本科毕业论文 Thesis登出时间:2015-06-18编辑:felicia点击率:20631
论文字数:11579论文编号:org201506082214065282语种:英语 English地区:英国价格:免费论文
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摘要:这是一篇关于brands的英国留学毕业论文,分析了private label brands的重要性和市场影响力,探索了自营品牌的发展前景。
在中国,对于品牌价值的研究较少,在这些品牌中,零售商自营品牌占用较少的市场份额,相较于一般品牌和民族品牌而言,竞争力更小。然而,在英国,有一个成功的自营品牌案例。本论文旨在探索中英两国之间消费者感知的差异,并以品牌作为评价标准。文献综述将重点分析理论知识,如品牌资产/形象等,希望大家通过这篇论文的学习,能够更好地认识零售商自营品牌。
CONSUMER PERCEPTIONS OF PRIVATE LABEL BRANDS IN CHINA COMPARED WITH THE UK
Summary
In China there are fewer studies of private label brands (PLB's) that take up less market share than generic brands and national brands. However, there is a successful development of PLB's in the UK. Therefore, this thesis aims to explore the difference of consumer perceptions on PLB's between China and the UK with national brands as a standard.
The literature review will review theories like brand equity/image, PLB's and double jeopardy; PLB's development compared with national brands in China and the UK; the influencing factors of consumer purchase behaviour and previous researches of consumers' perceptions about PLB's in China and the UK. The main objective of this part is to ascertain the difference of consumer's perceptions between PLB's and national brands in the UK.
Primary research will take the form of a non probability convenience sampling method to randomly select 200 members of the public from two shopping malls of Xidan and Wangfujing and several large-scale supermarkets in Beijing. Questionnaires will be used for data collection, and data is analysed by Snap statistical programme.
The finding shows that there is a significant difference of PLB's perception between China and the UK. Before the evaluation of brand image, the awareness of PLB's in China is understood and just less than half of respondents know the own-label biscuits. With reference to the literature reviewed on consumer perception in the UK, it can get the result that Chinese PLB's are perceived lower than British PLB's on the all attributes except “cheap” and “good value”.
Chapter 1: Introduction
1.1The topic of research
The aim of this thesis is to better investigate how private label brands (PLB's) are perceived by consumers in China, and compare it with the UK's.
1.2 Principle research question
To understand how Chinese consumers' perceptions of private label brands differ from the UK's.
1.3 Overall research objective
The primary purpose for this research is to discover the main difference of consumers' assessment of private label brands between China and the UK. This thesis will explore if there are significant differences between Chinese consumers' evaluation on PLB's and the UK's, and analyse the relevant factors that cause the distinctness of consumers' evaluation roundly on the basis of prior research in this subject scope.
1.4 Individual research objectives
In order to achieve the principle objective of this study, it will intend to fulfil the following objectives:
-- To identify the actual development of PLB's in China and the UK 本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。